Kelsea Ballerini was announced as a CoverGirl in 2022. 3. The Selection Process and Brand Values

While often hiring celebrities, casting calls have historically sought individuals aged 21–40 of any ethnicity to represent their broad product line.

CoverGirl utilizes the "CoverGirl Application Form" and casting calls to find new faces, targeting beauty enthusiasts, influencers, and aspiring models. The brand often looks for individuals who align with their core values of confidence, accessibility, and inclusivity.

Zendaya was announced as a spokesperson in 2016. In 2018, Amy Deanna became the first model with vitiligo to represent the brand.

The inclusion of models like Amy Deanna and James Charles has been celebrated as a step forward for the beauty industry, expanding the definition of what it means to be a "CoverGirl".

Cheryl Tiegs was featured in early campaigns during the 1960s.

Originally, CoverGirl focused on a wholesome, "girl next door" aesthetic, emphasizing a "clean makeup" look. This blue-eyed, blonde, all-American image was paramount to the brand's early success.

The focus is on finding individuals who can represent a "fresh" or "clean" beauty aesthetic. 4. Cultural Impact and Criticism